Case Study of Shaadi.com

Since 1996, Shaadi.com, one of the world's most renowned and established matching services, has won people's trust by helping them locate their ideal life partners. This revolutionary matchmaking service has helped hundreds of thousands of individuals find their soul mates, and countless more make some extraordinary relationships. In the year 1997, Anupam Mittal established the website Shaadi.com. Known initially as Sagaai.com, the name was altered in 1999 because Mr Anupam believed it to be a more catchy moniker. Because Indian parents were unwilling to arrange weddings through a startup, it first gained popularity among non-Indian residents. It succeeded in becoming the world's top Asian matrimonial website by 2008, and by 2011, it had amassed almost 20 million subscribers. Its primary goal is to give Indians worldwide an exceptional matching experience.

CASE STUDY

Sanjam Singh

9/4/20224 min read

Case Study of Shaadi.com

Type ~ Private

Industry ~ Internet marriage arrangement, social networking service

Predecessor ~ Sagaai.com

Founded ~ 1997

Headquarters ~ Mumbai, India

Area served ~ Worldwide

CEO ~ Anupam Mittal

Website ~ shaadi.com

Since 1996, Shaadi.com, one of the world's most renowned and established matching services, has won people's trust by helping them locate their ideal life partners. This revolutionary matchmaking service has helped hundreds of thousands of individuals find their soul mates, and countless more make some extraordinary relationships.

In the year 1997, Anupam Mittal established the website Shaadi.com. Known initially as Sagaai.com, the name was altered in 1999 because Mr Anupam believed it to be a more catchy moniker. Because Indian parents were unwilling to arrange weddings through a startup, it first gained popularity among non-Indian residents.

It succeeded in becoming the world's top Asian matrimonial website by 2008, and by 2011, it had amassed almost 20 million subscribers. Its primary goal is to give Indians worldwide an exceptional matching experience.

The internet business has been drawing attention and sign-ups by promising a greater degree of marriage success. For example, Shaadi.com has enabled more than 5 million weddings since its debut more than 22 years ago.

With between 12000–15000 new sign-ups daily, it increases its membership base by approximately 1.5 million active users each month. It makes sense, therefore, why it's the biggest online dating site globally.

How Does Shaadi.com Work?

Shaadi.com and its users both form first impressions of one other through photographs. Users form first impressions of potential matches through pictures. The images are examined for potentially dangerous material contravening the business's standards. The company has a team that assesses uploaded photographs to ensure they are suitable.

When everything was done manually, it used to take 5–6 hours to upload the photographs and activate them on the profile. Shaadi.com now has 394 workers because the platform only needs a few people to do the necessary tasks. They also provide a programme that detects fraudulent profiles, gender mismatches in profile photos, and profiles where people have given their contact information. To recognise these user behaviours, algorithms are running on Amazon Recognition. They have noticed a 95% decrease in photo screening time because of this technological element, which has also boosted their initial impressions.

The platform charges its customers money for a premium membership with various options. Even though anyone may register for free on the site, contacting other users who have expressed interest in their profiles requires a premium subscription. On the platform, there are several premium membership options. Around 35 million individuals worldwide have been impacted by the site, which began as an experiment. Shaadi.com controls over 40% of the $1 billion Indian matching business.

Business Model

A digital revolution was viewed as having occurred in India between 1995 and 1996. New websites were being added, and awareness of the phrase "Internet" was growing. Mr Anupam took advantage of this time and developed a user-friendly platform where users could enter their personal information, including criteria like height, caste, education level, etc. Their preferences for the type of lifemate they were looking for and the platform would match them based on a good.

The platform's recruitment methods are newspapers, television commercials, and internet marketing. In addition, when a user registers on the forum, a personal relationship is established between the platform and the user through regular phone calls to tell them about the various packages offered, which ultimately enhances the conversion rate.

Marketing Strategy

With more than 100 Shaadi.com centres spread over 70 Indian cities, the firm, which has its headquarters in Mumbai, Maharashtra, has undertaken several initiatives to expand its audience and keep its customers entertained. They constantly hold games on their social media platform to keep their audience interested and spread awareness. More than 35 nations appreciated using a "Dowry calculator" to highlight the social ills that still exist in society.

It published the game "Angry Brides" on its social media pages to educate people about the dowry culture and child marriage and encourage them to cease dowry in marriages. The game also displayed the number of dowry deaths in India instead of the dowry's value. Over 600,000 individuals worldwide praised this ad, gaining a lot of media coverage.

Social Media Campaign #FastForHer And #WoEkBaat

The matching site bravely made a stand by highlighting the gender disparities that have persisted in society from generation to generation. Polls were utilised on social media platforms like Facebook and Twitter to questionnaire responses from users. More than 18,72,272 individuals pledged their support for the cause on the website fastforher.com, showing the campaign's overwhelming popularity. With over 78 million impressions, the hashtag #fastforher continued to trend. Facebook users shared almost 20,000 messages, and over 6,500 of those items were retweeted.

To position the company as a lover of love on Valentine's Day 2019, Shaadi.com created the Instagram campaign #WoEkBaat. Of its success examples, it highlighted around 6 million. This exercise was inspired by Instagram influencer couples who shared the one thing that brought them and their spouse.

Challenges Faced By Shaadi.com

Initially, it faced several obstacles since internet usage in India was low at the time, conservative parents were sceptical about arranging marriages through an internet-based business, and there were other cultural hurdles. A significant barrier was the mindset that was prevalent at the time. Finding the correct candidates for the job was the next and most challenging difficulty the company had to deal with because most individuals did not comprehend what the work included.

Being the most reputable matrimonial site in India, Shaadi.com has had enormous success building its brand and garnering the public's confidence. The company has logged almost 3.2 weddings worldwide on its platform and created a solid name for itself.